Late night comedian and political satirist Stephen Colbert has kept a relatively low-profile on the fact that his sister, Elizabeth Colbert Busch, is running for Congress in South Carolina's First Congressional District.

Not anymore. Colbert mentioned his sister's candidacy for the first time Wednesday night.

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After displaying his faux surprise over learning about his sister's candidacy, Colbert said he wanted to dispel the rumor that she'd be getting some free TV time because of his show.

"Wrong," said Colbert. "No free air time, Lulu."

Lulu is Colbert's nickname for his sister.

"As a broadcast journalist, I am obligated to maintain broad objectivity. It doesn't matter that my sister is intelligent, hardworking, compassionate, and dedicated to the people of South Carolina."

Colbert, of course, is talking about what's known as the "Colbert Bump". The Chicago Tribune defined the bump as a "megaphone of influence", because a previously unknown person who is mentioned on Colbert's show, The Colbert Report, usually receives a boost in popularity.

It is often debated that former Arkansas Gov. Mike Huckabee was a benefactor of the bump during the 2008 presidential campaign, as his popularity skyrocketed after appearing on Colbert's show multiple times.

Colbert went on to mention the whopping 16 candidates who have filed for the Republican nomination for the seat.

Of course, Colbert also mentioned former Gov. Mark Sanford, who is vying to gain back the First District seat he previously held.

Colbert ended the segment saying that he'd love to have his sister on the show if she won the seat so they might be able to discuss "several shocking revelations" Colbert says he uncovered from his sister's middle school diary.

All jokes aside, Colbert appears to actually be taking a role in his sister's campaign. On Colbert Busch's website, she is advertising an event in New York City called, "A Special Evening with Stephen Colbert" on Feb. 22

The event appears to be a campaign fundraiser, according to the event's description.

"There are three Democrats and sixteen Republicans running in the Primary, including former Governor and renowned hike-lover Mark Sanford. Our chances look good," said Colbert in the description.

"It is rare for me to take an active role in anyone's political ambitions other than my own. But this is different – beyond a brother's love, I truly believe Lulu is the best candidate to represent my beloved Lowcountry in the United States Congress."